Inclusivity in advertising is not just ethical — it’s profitable.
The Unstereotype Alliance, an initiative led by UN Women, has released a groundbreaking global study demonstrating that inclusive advertising content positively represents diverse groups and avoids harmful stereotypes, significantly enhances business performance.
This first-of-its-kind research shows that ads promoting inclusivity not only support social equality but also deliver substantial returns in terms of profit, sales, and brand value.
The research was conducted in collaboration with researchers from Oxford University's Saïd Business School and examined data from 392 brands across 58 countries. Key partners in this effort included major global companies: Unilever, Bayer Consumer Healthcare, Diageo, and Mars Incorporated, whose data helped uncover the long-term financial benefits of inclusive marketing.
The study’s findings are compelling:
5% higher short-term sales and a 16% increase in long-term sales.
Brands with inclusive advertising have a 62% higher likelihood of being a consumer’s top choice.
15% greater customer loyalty.
These figures reveal that inclusive advertising leads to stronger immediate sales and fosters long-lasting customer relationships. The research spanned a wide range of industries, including personal care, beauty, pet care, food, alcohol, and household products, demonstrating that the benefits of inclusive advertising apply across diverse sectors and regions.
Perhaps most importantly, the study debunks the myth that inclusive advertising negatively impacts business performance. On the contrary, it shows that campaigns reflecting authentic, diverse experiences deliver improved financial results, making inclusivity a strategic business advantage.
Industry leaders, such as Esi Eggleston Bracey, Chief Growth and Marketing Officer at Unilever, have long advocated for inclusive advertising. She highlighted that Unilever’s commitment to progressive and inclusive campaigns has been a business imperative, driving both brand strength and commercial success.
The report also urges businesses to adopt more inclusive practices, calling it a key element of any successful corporate strategy. As the evidence shows, embracing diversity in advertising not only promotes positive societal change but also fuels brand growth and financial prosperity.
This study is a clear message to the business world: inclusivity in advertising is not just ethical—it’s profitable.
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